The concise and clear headlines with keywords is important to search engine optimisation (SEO) (Bradshaw et al., 2011, p.36). This article has a clear and unambiguous headline. The simple introduction contains the information about who, what and when to lead readers.

This article also used video and photos to get readers engaged, moreover, the author used several hyperlinks to give background information and related stories.

Author uses hyperlinks to give background information.

The site allows readers to comment on this article, which enhances the interactivity.

Tagging and categorising content contributes to SEO as well (ibid.), the tag “domestic violence” makes readers easier to search.

However, there are some drawbacks of this article.

Long article could be chunk out by white space, sub-headings, images, embedded video or audio. There are one image and an embedded video, but no sub-headings to navigate readers.

There is no social media share button on the site, so readers can not share it to others and the click rate would be low.

The headline of this article is clear and concise. This article also includes a lead which gives readers a brief and essential information to quickly understand the key points of the story. Using a lot of white space between paragraphs improves the readability of the article. It also uses hyperlinks to make readers get relevant information.

A screenshoot of the Upstart article by Katherine McLeod

However, there are too many paragraphs and detailed information in the article making it boring for people who only have little time to scan. So I recommend using subheadings to guide readers get the most important information. This article only contains one picture in it. So, I strongly suggest that related pictures and videos should be included in to attract the attention of readers.

Tags are used on the bottom to make readers easily identify article categories. However, there is no sharing button. I suggest adding social media sharing buttons to indirectly increase the click rate.

Although the Upstart’s story has an attractive headline that catches readers’ eyes and interactive-features where readers can comment by leaving a reply below, there is also a lot of areas for improvement on this article.

To improve the scannability of the text, I would try to add some subheadings such as “the policy””hard to give up” “diminish returns” to give the readers numerous points into the news.It would also give readers an idea of what they are getting.

Browsing the whole article is a little boring because there is not a video or a picture. The multimedia content can make it easier to attract reader’s reading interest and for readers to understand. I would add one or two smoking related pictures or a bar chart to illustrate the data mentioned in the article.